Clubhouse: An addictive app

In the world of social media, there is one network that made a lot of noise with its extraordinary growth during the first quarter of 2021: Clubhouse, an app in which interaction takes place in audio rooms and is so far only available by invitation and for iOS.

According to its CEO, Paul Davidson, Clubhouse went from a few thousand users when it saw the light of day in May 2020 during the onset of the COVID 19 pandemic, to total more than 10 million users in 154 countries by mid-March 2021. More than 2 million users on average are active each week. It is valued at more than $1 billion and is still in its BETA phase.

Searches for the “Clubhouse app” have increased by 99x over the last 6 months according to Exploding Topics. They are up over 3250% over the last 90 days. Not surprisingly, other social networks have tried to respond to this phenomenon by creating similar systems, such as Twitter Spaces.

In the Clubhouse rooms and clubs, contact is made with real-time conversations. There are no likes, no repost, no reactions, no edits. Everything is in real-time and authentic. Many professionals are using it to connect with colleagues and increase their networking; adding value with their experience and knowledge. 

The app is addictive. You can spend hours without even realizing it in a room where a topic of your interest is being discussed. And there are rooms for everything with a diversity of topics.  This is presenting a new opportunity for brands to identify and select relevant topics to attract and gather their target audience, improving their interaction and communication with them.

Brands such as Kool-Aid, Burger King, Hubspot, Milk Bar, and Peloton were the first to create their profiles on this platform, which is expected to be available for Android in mid-2021.